Can We Count On Audience Metrics?

How do we measure the reach and impact of online journalism? Does audience data belong in the newsroom? Though the meaning of audience metrics is often opaque, their effects on business and editorial decisions are very real (pivot to video, anyone?). Chris Moran, The Guardian’s strategic projects editor, talks to Emily about building analytics tools for journalists, navigating misleading numbers, and working in a newsroom that is “data-driven, but not data-led.”